Introduction
As a designer and as an Art Director I have, over the years, worked for several reputed national and international brands. From conceptualising, designing, and prototyping profits to curating brand experiences, I have worked across several projects including ad campaigns, websites, user interfaces, brand and visual identity guidelines, apps, product packaging, concept designs, and mentoring talent. As an Art Director, I have taken on increasing levels of responsibility and have proven success in designing and managing campaigns that built engaging and enduring relationships with a diverse set of audiences.
Work Profile
Design Manager, Creative Services - Amazon
Nov 2014 - Present
Hired by Amazon Creative Services/D1 team (Amazon’s internal creative agency. A part of Global Integrated Marketing team) to develop design processes and methodologies for the region, develop skill sets. Was responsible for the initiation of key quality analysis metrics to better streamline the design flow and process and increase user engagement. Played a key role in ensuring collaboration and streamlined access to various internal and external creative teams including marketing, creative, producers, copy-writers, directors, etc. Was a key member of the hiring team that Source-out, Shortlist and Interview potential candidates for Amazon Creative Services
Sr. Art Director - Ogilvy & Mather
Jan 2014 - Nov 2014
Hired by Ogilvy & Mather, Bangalore to conceptualise and create ideas, design process flows, and other creatives (both online and offline) for their clients. Built a multidisciplinary collaboration at a very fast pace, deadline driven environment, working closely with advertising directors, editorial, and production teams. Worked on POS, merchandising, press, outdoor, DM, brochures and digital. Art Directed and designed digital and offline promotional materials including outdoor and print. Undertook 360-degree marketing campaigns featured on social media and was involved in all phases of creative projects from concept to execution.
Sr. Art Director - Saatchi & Saatchi
Jun 2013 - Dec 2013
Hired to develop and art direct advanced visual concepts, themes, and comps for high-impact deliverables and assets.
Lead the development of creative concepts for B2B clients and develop design strategies that align with brand values. Developed clear, concise branding messages by working with the account and strategy teams, copywriters, and the production teams. Drove customer-focused design language in creative briefs, provide art direction for the entire line of online services, and Initiate and lead creative sessions to kick-off projects. Ensured creative quality, consistency, and cohesiveness across all creative executions and continually elevate and innovate custom client solutions that cement the company as a leader in the space
Sr. Executive, Design - Cafe Coffee Day
Jun 2010 - Jun 2013
Hired to work closely with the internal teams to generate and create brand promotional ideas that create and sustain long-term engagement while also matching the business objectives of the organisation. Was responsible for coming up with original creative ideas, including illustrations and infographics. Was responsible for pre and post production quality checks.
Managed and directed photo shoots on time and to budget. Conceptualised, visualised and designed websites, UI for Apps, Marketing collaterals and Brand Identity.
And a few more organisations from Bangalore and Mumbai...
Oct 2005 onwards
Academics
Amazon Discount Unit
Client: Amazon
Year: 2016
Identified the need of a unifrom discount unit for Amazon platform. Started with the research on existing discount unit usage with Amazon's competitors to find out how can improve the usage of discount unit in various platforms. As a result since 2016 Amazon India started using a unifirm discount unit across PC and Mobile platforms.
Design Goals
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Making the discount unit uniform
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Improve the unit visually
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Making the discount unit usable across platforms and diffrent ingress assets
Known Issues
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The current style is less prominent on mobile
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The text in existing unit like “Minimum”, “Maximum”, “Flat” & “Up to” are not legible on the mobile
screens and on small ingresses.
None of our competetors follow a uniform discount unit style for PC and Mobile. However Jabong’s usage of discount unit style stands out in comparison. The comparison depicts how the bold text stands out even on mobile screens. Considering mobile experience, our disount unit should be legible and should draw customer attention than the existing one.
Since T1 has contributed higher OPS, Units and CTR we will go ahead and launch T1 for all bunk assets on all three GW platforms.
Usage of different discount units
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Designers can choose between the units depending on the space.
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Designers can take a call on the discount unit (Single line or two line) basis the prominance of discount numericals needed.
Results
While the web lab isn’t significant and the numbers were up & down based on the campaigns, it did yield results good results overall.
Both T1 & T2 and Units, Ops and CTR positive. However since T1 is higher and also for easier for execution went ahead with T1
Overall C had a CTR of 3.1% and T1 at 3.3% and T2 and 3.4% - a good 5% CTR increase for T1
Based on the web lab data - +0.13% OPS would be annual incremental OPS of $5.7 million (On 2016 - Appx. not a definitive number)
